Domino Is New Conde Nast Shopping Title

Conde Nast Publications bestowed the offbeat name of Domino for its home-focused shopping that will launch next year.

The title is a third in a series of shopping magazines from the New York publisher, after the 2000-born Lucky for women and March-started Cargo for men.

"There was no one single factor that solely contributed to the name. It was one of the names discussed that had universal appeal, a sense of playfulness and fun," said Maurie Perl, senior vice president and chief communications officer at Conde Nast.

"One has traditionally thought of dominoes as beautifully crafted objects," she said. "These are some of the reasons the name was attractive to us."

The Web address at www.dominomag.com was registered June 17 to the publisher's law firm, Sabin, Bermant and Gould, at the Conde Nast Building in New York.

Domino will be fashioned after Lucky and Cargo: product shots accompanied by pricing and sparse text.

The new Conde Nast shopping title will face stiff competition from rival Hearst Magazines' own version called Shop Etc.